UERMI

UERMI is an Italian niche perfume house built around a single idea: that a fragrance can be worn like a piece of clothing. Its name is the phonetic Italian rendering of the English "Wear Me," and the house frames its work as an "olfactive wardrobe" — scents modelled on textiles such as silk, denim, suede and velvet. The brand was officially launched in September 2013 by Italians Aurora Carrara and Palmiro Péaquin, who continue to serve as founders and artistic directors [7]. Today the company behind it is registered in the Czech Republic, though its identity, founders and market focus remain firmly Italian.

The house works in what it calls artistic perfumery, the niche end of the fragrance market, and takes an unusual stance for the segment: rather than marketing its scents as "natural," it openly embraces synthetic composition. In a 2018 trade interview, artistic director Aurora Carrara set out that position under the headline "There is nothing natural in this perfume!" [8].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Carrara and Péaquin, who share a background in artistic perfumery, launched UERMI in September 2013. The founding concept ties scent to fabric. As the company puts it, "Perfumes and fabrics share an affinity with our skin. Both are literally worn by us, becoming a subtle yet strong expression of our personality." That thinking runs through the naming of the range: the original core scents were built as fragrant interpretations of specific materials, among them UR-SILK, OH-DENIM, VE-VELVET, NO-SUEDE and XX-LATEX [7].

The debut fragrance, EX-LATEX, was made without alcohol or solvents, and the latex theme became an early signature of the house's synthetic-forward approach.

After its 2013 launch, UERMI underwent a rebranding and restyling in 2019, introducing a new look and a new collection. Some sources register that later date as the year the brand "reinvents itself and comes back to life," but both the company and third-party listings treat September 2013 as the founding year, with 2019 recorded as a relaunch rather than a starting point [7][1].

The house presents its work chiefly through the European niche-fragrance trade circuit. It exhibited at Esxence in Milan in 2019, returned to the fair in 2022 after what it described as "2 years of justified absence," and used that edition to launch its SOLARO Collection, presented as "a tribute to that Italian Dolce Vita" [5]. The collection also had a world première at the Symrise apartment in Paris. In 2023 the brand returned to Esxence to launch the fragrance 70's MOOD, developed with perfumer Luca Maffei.

UERMI is operated by COFRACOL S.R.O., a company registered at Spálená 84/5, Prague, in the Czech Republic [4]. This registration is the source of a discrepancy in how the brand's origin is recorded. Fragrantica and the brand's own presentation describe UERMI as an Italian fragrance house, citing its Italian founders and market [7], while the company's contact and registration details place its legal home in Prague. The Italian identity reflects the brand's origin and creative direction; the Czech Republic entry reflects the registered operating company.

The "olfactive wardrobe" — in Italian, "il guardaroba olfattivo" — is the organising idea of the brand. UERMI describes its aim as "research, excellence and craftsmanship in every single detail" and uses the tagline "Wear Your Feelings" [2]. Its most distinctive positioning is its rejection of "natural" as a selling point: where much of the fragrance market leans on natural-ingredient messaging, UERMI foregrounds synthetic materials as a creative choice, a stance its artistic director stated plainly in trade press [8].

UERMI's compositions are created by established independent perfumers rather than an in-house nose. Fragrantica notes that several of the house's early "fragrant fabrics" were made by perfumers associated with the Takasago corporation, including Jean Jacques, Philippe Bousseton and Antoine Lie [7]. Across its range the brand has also credited perfumers such as Maurice Roucel, Cécile Zarokian, Alexandra Carlin, Sylvie Fischer, Pierre Guéros, Aliénor Massenet and Luca Maffei.

Individual fragrances follow the textile theme. My Tuxedo, by Maurice Roucel, is built on bergamot, cardamom, vetiver, jasmine, tobacco and vanilla, while Oh Denim Extreme, by Sylvie Fischer, combines bergamot, tuberose, jasmine, ylang ylang, vetiver and patchouli [6]. Alongside its eau de parfum collections in 100 ml and 30 ml formats, travel sizes and discovery sets, the house has extended into related products including a shower gel and silk pochettes. It publishes environmental-labelling and recycling information for its packaging.

Coverage of UERMI is concentrated in Italian consumer and fashion media and clustered around its 2022 and 2023 launches. The 70's MOOD release drew mentions in the Italian editions of Vanity Fair, Esquire and Grazia in 2023, and the SOLARO Collection featured in Marie Claire Italia's 2022 holiday coverage [3]. The brand received little English-language coverage; its most substantial international mention is a 2018 CosmeticsDesign-Europe interview with Aurora Carrara.

UERMI remains active. Its most recent documented trade activity on its own site dates to 2023, around the 70's MOOD launch, but Fragrantica's designer listing records a fragrance edition dated 2025, indicating continuing releases [7]. The brand operates at a single-country scale, centred on the Italian and wider European niche-fragrance scene, and sells directly through its own online shop.